After losing about 2.25 million customers in its wireless business over the past three years, mainly due to price increases, Verizon is following in the footsteps of its top rivals by introducing two new plans focused on simplicity and affordability to improve retention.
In recent months, phone carriers have been launching lower-priced phone plans to attract cost-conscious consumers and prevent them from switching.
For example, in January, T-Mobile rolled out its “Better Value” phone plan, which offers three wireless lines at a starting price of $140 per month.
In March, AT&T also introduced its OneConnect subscription, offering customers combined wireless and fiber internet service, with the lowest tier priced at $90 per month. Most recently, in May, it also launched Build-A-Plan, a customizable phone plan that has a monthly base price of $15.
Verizon rolls out new Simplicity phone plan
To help prevent more customers from fleeing to competitors, Verizon has launched its new Simplicity phone plan, which targets price-conscious customers, according to a press release.
Verizon’s Simplicity plan offers customers wireless service for $45 a month; however, with autopay and the Switcher discount (offered to customers who switched to Verizon) activated, the monthly price drops to $30.
The plan includes unlimited 5G Ultra Wideband data, 10GB of premium mobile hotspot, satellite texting, and roaming in Canada and Mexico. Customers can also add home internet to the plan for $35 a month.
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Additionally, they can attach customized bundles for a discounted monthly price. For example, if customers add Verizon’s “For Movie and Show Lovers bundle,” which includes Disney+, Hulu, ESPN+, Netflix, and HBO Max subscriptions, the monthly price of the bundle will be $23 instead of $39.97.
Verizon’s Simplicity plan also offers “total device freedom” by letting customers either keep their own phone, purchase a new one, or get a certified pre-owned device. Customers can also upgrade to the latest phone annually with Simplicity Plus or Simplicity Pro.
“With Simplicity, we’re democratizing our network at a thoughtful price point that meets our customers’ needs and drives responsible growth,” said Alfonso Villanueva, interim CEO of Verizon Consumer Group, in the press release. “One more thing to give customers peace of mind.”
Verizon introduces its converged Verizon One plan
In addition to rolling out its Simplicity plan, Verizon has introduced its Verizon One plan, which combines mobile and home internet service.
In the press release, Verizon said the plan is “built for affordability and ease,” priced at $70 per month, with taxes and fees included.
Verizon One is specifically for new customers. They can sign up for the plan and manage it using the My Verizon app.
The new plan comes after Verizon finalized its $20 billion acquisition of Frontier Communications in January, allowing it to broaden its wireless and fiber internet footprint across the country. This move widened the door for Verizon to expand its converged offerings to customers.
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“First, and obviously crucial to our converged future is the closing of our Frontier acquisition,” said Verizon CEO Dan Schulman on an earnings call with analysts in January. “We now have over 30 million fiber passings with a huge cross-sell opportunity as we are significantly underpenetrated with our wireless services in Frontier markets.”
Many U.S. consumers have been bundling mobile and internet services to save money. A recent survey by Optimum found that 80% of Americans consider bundled internet and mobile services more cost-effective than paying for each service individually.
It also revealed that roughly 1 in 4 Americans are likely to sign up for a bundled plan this year.
Verizon responds to intense wireless competition
Verizon’s latest plans were released alongside its new loyalty rewards program, Verizon Dollars, which gives customers 3% back in “Verizon Dollars” every month, redeemable for device and accessory purchases. The program also eliminates activation and upgrade fees for customers.
The carrier also recently launched Verizon Shine, a program that drops free offers for customers every Monday. This includes concert tickets, exclusive merchandise, gift cards, etc.
Verizon’s recent moves to boost customer loyalty come after a December survey from WhistleOut found that the carrier risks losing a whopping 84.7 million customers due to high mobile plan prices.
The changes also come at a time when nationwide wireless service prices have been decreasing over the past year, according to recent data from CTIA.
How wireless costs have changed for U.S. consumers:
- The average cost of an unlimited wireless service plan fell by more than 10% in 2025, extending its five-year decline to roughly 35%.
- Pricing for prepaid wireless plans dropped by 2.6% last year and has decreased by over 51% over the last five years.
- The cost consumers paid for mobile data dropped sharply, with the average price per gigabyte declining by more than 21% in 2025.
- Consumer Price Index (CPI) data show that the overall cost of wireless service declined by 6.6% last year and has fallen more than 41% over the past decade.
Source: CTIA
In a press release, CTIA CEO Ajit Pai said that the lower wireless prices are “the result of a competitive market and continued private investment in world-class networks.”
“Wireless is one of the great consumer success stories of our time,” said Pai. “Prices are down, speeds are up, and the value Americans get from their wireless service has never been greater.”
Amid this trend, Roger Entner, a lead analyst at Recon Analytics, said in a recent Light Reading report that Verizon is aggressively addressing its negative “value-for-money perception,” which falls behind T-Mobile and AT&T.
“The value bar is rising while Verizon climbs toward it,” said Entner. “Verizon reached the same conclusion: Simplicity is the centerpiece, not the whole program.”
“It arrived alongside the fee elimination, the Verizon One convergence bundle, the Verizon Shine engagement push and the Verizon Dollars rewards currency, a coordinated package attacking the value gap from several directions rather than betting on a single rate plan,” he continued.
Related: Verizon adds generous offers for customers after price increase
